Kim Kardashian has finally shared how she feels about sister Kourtney’s surprising pick for the face of her supplement brand’s latest ad campaign.
Kourtney, who founded the wellness brand Lemme in 2022, shocked fans by choosing Julia Fox — the ex-girlfriend of Kim’s former husband Kanye West — to front its newest campaign. The moment played out in the latest episode of The Kardashians, giving viewers a front-row seat to Kim’s real-time reaction.
In contrast to their famously fiery arguments, Kim appeared remarkably composed. When Kourtney called to ask what she thought about Julia’s involvement, Kim responded with three simple words: “I don’t care.” After a brief pause, she added: “It doesn’t matter to me. Ok, bye. Have fun.”
It was a noticeably cooler response compared to the tension that erupted two years ago when Kim collaborated with Dolce & Gabbana soon after Kourtney’s Italian wedding to Travis Barker — which the bride had also styled with the same fashion house. That fallout sparked weeks of arguments over originality and loyalty, so this time, Kourtney decided to tread carefully.
Khloe Kardashian, watching the exchange, wasn’t convinced Kim’s reaction told the whole story. “I don’t know how Kim is going to react. If the shoe was on the other foot…” she teased.
In a confessional, Kourtney explained her thinking. “I think the concept of Julia Fox with Lemme is really, really cute,” she said. “It’s never worth doing something for the sake of a viral moment or sales if it would offend or hurt someone in my family, so I wanted to make sure Kim was okay with it.”
The campaign itself promotes a supplement centred on self-pleasure and empowerment, with Fox revealing she has been celibate for four years. The theme of “self-love” ties into Lemme’s focus on wellbeing and honesty, while Khloe admitted she could relate, adding that she hasn’t been intimate with anyone in three years.
Despite their shared link to Kanye, Fox has spoken warmly about Kim. In a 2023 Vanity Fair interview she said: “I actually really love her. I grew up watching Keeping Up with the Kardashians — I liked it before they were even cool.”
She continued: “When people would bash her, I would always go to bat for her. There have been some looks that are a little similar to mine, but it’s just what’s trending. I don’t know if I’m on her mood board or anything like that.”
